2019 Award Winners: Campaign of the Decade, Grand Prix and Chairman's Award categories

David Murphy

Last Thursday, we revealed the winners of the 2019 Effective Mobile Marketing Awards at an Awards Ceremony in London.

Over the next couple of weeks, we’ll be taking a closer look at the winners in each category. We start today with the winners of the Most Effective Mobile Marketing Campaign of the Decade, the Grand Prix Award, and the Chairman’s Award, chosen by the chair of the Judging Panel, David Murphy.

Most Effective Mobile Marketing Campaign of the Decade
mytaxi and YodelMobile – App Growth Campaign
myTaxi and YodelMobile took the Award for Most Effective Mobile Marketing Campaign of the Decade for this brilliant piece of work. It also took the Grand Prix Award for the bect campaign overall out of all this year’s entries.

MyTaxi wished to focus on the user funnel from impression to rebooking as it continued to expand its reach across cities in the UK. Its objectives were to utilise effective channels for acquisition, populate the app with high-intent users, encourage first time user booking, and increase retention and average re-booking per user.

Yodel incorporated these objectives into three stages of its strategy, starting with increasing impression to install, then increasing install to first time user, and finally increasing first time user re-booking.

The app marketing consultancy used a combination of app store optimisation, push and in-app messaging, and highly targeted and retargeting campaigns.

The results of the campaign were shown to the judges in confidence and were more than sufficient to take the Award.

Judges’ View: “Just brilliant. If you’re launching an app, take this campaign and do it like this.”

Domino’s Pizza and Future Platforms were awarded a Highly Commended in this category for their work on Domino’s UK & ROI (Republic of Ireland) digital strategy.

Since Domino’s started working with Future Platforms in 2012, it has seen its UK & ROI revenue more than double and its digital sales grow to represent 79 per cent of its total sales, jumping massively from the 34.5 per cent in 2011.

More than 16.5m people have downloaded at least one of Domino’s apps in the UK, with mobile orders alone generating over £8.5m a week in sales. A dedicated driver’s app and dashboard has rolled out to 700 of Domino’s over 1,100 stores and their more 27,000 drivers. The internal solutions are expected to save Domino’s 6.5m in financial outlay.

Chairman’s Award
SwiftKey picked up an Award in the very first Effective Mobile Marketing Awards competition in 2010, and has never looked back since. The intuitive predictive algorithm gets better the more the user uses it, and over the course of a year, must save the average user hours of keyboard time.

It originally launched for Android in July 2010, and has since clocked up more than 100m downloads on Android devices. It launched on iOS in September 2014 after Apple opened up support for third-party keyboards and clocked up more than 1m downloads on its first day in the App Store.

Such success doesn’t go unnoticed, of course, and in February 2016, SwiftKey was acquired by Microsoft for $250m. Notwithstanding the change in ownership, the app remains as good and as useful as ever.

Chairman’s View: “This app was brilliant when it picked up an Award 10 years ago, and it’s just as brilliant today. I wouldn’t like to estimate how many people-hours of time it has saved through its intuitive prediction algorithm.”